Your merch game may start with a t-shirt and you should definitely have some of those. But to really please your fans while maximizing your revenue, getting creative with music merch is the way to go. At a recent CMJ panel, a group of music entrepreneurs and artists gathered to share their perspectives on going "beyond the tour t-shirt."
CMJ 2012 included a variety of educational panels including "Modern Merch: Beyond the Tour T-Shirt." The panel was moderated by Digital Cowboys' Dave Kusek who is co-founder and Chairman of the still to launch Merchluv. Panelists included Zach Bair, Mary Sparr and Alexandra Starlight.
Button & Postcard Set from Alexandra & The Starlight Band
Ale Delgado attended the panel and came away with 5 Ways To Go "Beyond the Tour T-Shirt" plus a bonus tip. I've taken the liberty of summarizing them as:
6 Tips For Upping Your Merch Game
1. Think of merch as an extension of your brand
Example: Alexandra Starlight's "one-of-a-kind rainbow glitter vinyl record" is a great match for her style and image.
2. Cater to your spectrum of fans
"You should have something at your merch table for the fan who just wants to snatch a free download card and for the fan who wants to buy everything."
3. Be show-specific
Example: Mumford & Sons created a ticket passport that could be stamped at the merch table at each show for those following the tour.
4. Work your merch like a pop-up shop
Display items so they're easy to see, stay organized and provide friendly customer service.
5. Extend the experience
Example: "Make sure there’s someone taking pictures of your show, including grabbing a few shots of the crowd. Then post it on Facebook and encourage your fans to tag themselves."
6. Include limited edition collectibles
Example: The Hold Steady Foam Hand is sold out and likely to be on display in the homes of fans.
It's an insightful post and well worth a closer look.
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[Thumbnail image courtesy Incase.]
Hypebot Senior Contributor Clyde Smith (Twitter/App.net) blogs about music crowdfunding at Crowdfunding For Musicians (@CrowdfundingM). To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.
